Innovation and cause-related marketing success : a conceptual framework and propositions

Christofi, M, Leonidou, E, Vrontis, D, Kitchen, PJ ORCID: and Papasolomou, I 2015, 'Innovation and cause-related marketing success : a conceptual framework and propositions' , Journal of Services Marketing, 29 (5) , pp. 354-366.

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This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services.
Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory application in CRM and examines its theoretical and practical significance.
The paper develops a conceptual framework that may serve to facilitate CRM success.
Intended contributions include: a critical review of academic research related to CRM success; identification of underdeveloped connections between five innovation types and CRM success; enrichment of the innovation and CRM literature by developing a framework that combines these; managerial guidelines to achieve successful CRM practice in services; and an agenda for future research in CRM via a multi-dimensional concept of innovation.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: Journal of Services Marketing
Publisher: Emerald
ISSN: 0887-6045
Related URLs:
Depositing User: Prof PJ Kitchen
Date Deposited: 24 Oct 2017 13:36
Last Modified: 27 Aug 2021 20:44

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